SWOT Analysis And Development Strategy Of Theme Park

With the continuous development of Chinese tourism industry,theme park,which has been vigorously pursued by domestic and foreign investors,has become a sunrise industry.At present,although it was influenced by Disney World brands,we also have reasons to believe that theme park has a good developing prospect,which based on the advantage of large population and size of the market in our country,even if it has a fierce competition in the same industry.Ningbo Harbor Land is a pillar of the tourism industry in Ningbo,which also plays the role of urban lobby,and an important role in the process to enhance the visibility of urban regional economic construction and the fame of city.However,it also faces enormous pressure of competition in the process of development,for instance,there are aging of equipment,unobvious product characteristics,high project investment cost and control issues.Taking Ningbo Harbor Land as an example,through the field investigation of the status quo of Ningbo Harbor Land,drawing on the development model and successful experience of domestic and foreign theme park,then according to the actual situation of Ningbo Harbor Land,and the method of SWOT analysis,intend to find the appropriate countermeasures to its development.The main research results are as following:1?Through the field investigation and literature review,the databases of the current situation of Ningbo Harbor Land was sorted out,based on which this paper concludes and analyzes the current tourism resources,regional environment,planning layout,project settings and so on,which make a great preparation for this study.2?Analyze the development model of the theme park both home and abroad,study the successful experience and gain enlightenment from product content,operation model,service system,etc.3?Based on the investigation of Ningbo Harbor Land,the SWOT is used to analyzes the advantages of external environment,own resources and industry diversification,and also the disadvantages of aging equipment,low technical content,and indefinite product features.With the opportunities of good reputation,the high market occupation rate of family trip and the resource sharing,we can break the bottleneck and expand the development space while facing the increasingly competitive market challenges.4?According to the actual situation of Ningbo Harbor Land,Put forward the development countermeasures:(1)Transformation of the old park:(1)Optimization of the playground and education for children,introduction of brand projects and smart ticketing system,and optimization of the tourism resources.(2)Expansion of new park:Increase of the entrance plaza and passenger traffic station to expand gather space,and improving the distribution service.(3)Rides the reorganization : Introducing indoor high-tech projects.(4)Reasonable use of resources: Rebuilding administrative area;Developing and utilizing of the mountain and channel.(5)Reshaping the theme concept:Strengthen the theme atmosphere and the cultural penetration,repairing the building fa?ade,introducing IP,gathered popularity.(2)The countermeasures of enterprise development: Participating the urban construction to get support of government;integrating tourist resources in the region;building group industrial chain.